Ketchum's CEO And The PR Week "Interview" That Wasn't

If your doctor was fat and a smoker, would you listen to his advice about the importance of a healthy lifestyle?

Ketchum CEO Ray Kotcher finally conducted an interview with PR Week about the Department of Education/Armstrong Williams issue that his firm found itself mired in nearly four months ago. The interview was posted on the PR Week website April 1.

But Kotcher only answered questions via e-mail; he did not agree to a face-to-face or phone interview.

The answers show it. They are buffed and shined to a high-gloss polish.

Example:

"Since the story broke in January, I have spoken to or met with dozens of our clients. They have been most supportive. I believe their support is a true testament to the firm’s tradition of building meaningful client relationships and delivering great strategy, creative and results."

And:

" ... we all are proud of our values – honesty, respect, teamwork, passion and precision – and our work to professionalize our firm and further our industry ... it also was important for us to keep our focus on our work and continue to deliver great service to our clients. Our employees did just that. This was fundamental to getting us through the early demands of the situation. I owe our people a great deal of thanks."

Yuck. That sounds just like the kind of pablum we make fun of PR people for spinning. And those are just two examples of many.

Why would the head of a major PR firm be hesitant to give a phone interview to a trade pub like PR Week? How unfair did he think the PR Week reporter would have been?

And why did he feel the need to spin so much, especially in front of people who should be able to recognize it for what it is?

Most importantly, how can Ketchum counsel clients on transparency and openness during a crisis when the agency continues to demonstrate its own lack of belief in those attributes?

Jeremy Pepper has an excellent take on this issue in his post Transparency, Blogging and Public Relations.


Technorati Tags: PR, Public Relations, Ketchum, Fake News